110 likes | 250 Views
Brief History of Advertising. Originally untruthfulBrands developed for packaged bottles/ canned goods/etc. ?one of the most important developments in the history of advertisingStandardized products (predictability)Provided a clear identity for the products. WWII.
E N D
1. Advertising
2. Brief History of Advertising Originally untruthful
Brands developed for packaged bottles/ canned goods/etc. ?one of the most important developments in the history of advertising
Standardized products (predictability)
Provided a clear identity for the products
3. WWII War Advertising Council promoted govt efforts
War Bonds Campaign: largest/most successful single-item campaign to date
Became the Ad Council effecting positive social change
http://www.adcouncil.org/default.aspx?id=141
4. After WWII TV expanded as an advertising medium
Could demonstrate products
People had more leisure time, more money, and houses to fill
5. Advertising Regulated 1914: FTC
Monitors & regulates advertising
6. What does advertising seek to do? Give new information
Reinforce a current practice
Brand Loyalty
Change a predisposition
Most difficult
7. 2 basic advertising strategies Psychodynamic Strategy
Assumes that our personal orientations and behaviors are based on individual psychological factors (emotional or rational)
Uses reason or emotion/desires/needs as appeals
Arouse some sort of feeling/emotional state
Learn Feel Do strategy
8. 2nd basic advertising strategy Socio-cultural strategy
Assumes that our beliefs and behaviors are shaped by the context of social rules and the shared cultural expectations of those around us
Culture dictates action (pressure to conform)
Norms
Ranking
Social controls
Conform-or-be-punished strategy
9. Types of advertising Hard Sell / Soft Sell
Hard Sell: Brief / Straightforward / Rational / High Pressure
Soft Sell: Emotional / Creative / Entertaining
10. Where advertising occurs (not exhaustive) Internet
Website only gets paid when you click the ad
Spam
Canspam Law (2003)
Viral Advertising
Chat rooms / Message Boards
Database Marketing
Relationships between consumers - brands
11. Where advertising occurs, cont. Relationship Marketing
Personalized
Grocery store (!)